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Publication
Plano de negócio
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.5 MB | Adobe PDF |
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Abstract(s)
O presente trabalho insere-se no contexto do mestrado em Empreendedorismo e Gestão da Inovação e tem por objetivo a sua conclusão e a concretização deste projecto inovador na área da restauração.
O âmbito do trabalho centrou-se na temática da restauração apoiado num plano de negócio metódico e inovador, que pretende fazer face a um período de forte mudança social e económica. O foco empreendedor passa por atuar proativamente, gerando valor para o cliente e para a sociedade. Deseja-se que a empresa tenha um contributo marcadamente positivo na divulgação da gastronomia típica portuguesa num espaço marcadamente desigual, dentro de uma nova janela de oportunidade. E, desta forma, com um olhar e atitude diferentes acreditar que, em períodos mais difíceis, é possível criar ambientes catalisadores de oportunidades.
Inicialmente, é feita a apresentação e justificação do conceito inovador e arrojado do projeto, a sua localização e design (interior e exterior). De seguida, foi alinhado o corpo do trabalho com uma metodologia que permitisse identificar tendências e possíveis vantagens competitivas. Seguidamente, é elaborada uma pormenorizada e demorada análise estratégica e contextual ao ambiente interno (forças e fraquezas) e externo (oportunidades e ameaças) com vista ao melhor planeamento do projeto. Após esta importante etapa, avança-se para a estratégia de marketing. Posteriormente, abordam-se as diferentes políticas (produto, preço e comunicação), definindo claramente como o projeto se vai posicionar e diferenciar, sem descurar a análise e estratégia competitiva entre empresas, integrando sempre a abrangência das regras da concorrência que definem a atratividade do negócio. No final, aferiu-se a viabilidade do projeto através da análise financeira.
This project was conceived to complete a Master in Entrepreneurship and Innovation Management, but also due to a personal desire of implementing this project and explore it, into the catering sector. The aim of this work is related mainly with the catering sector, based on a methodic and pioneer business plan, which allows value creation for the investor, the client and society, in general. The company is intended to offer the best of Portuguese cuisine. First, the concept behind the project is presented as being pioneer and forefront, as well as its location and design (interior and exterior). The next step was related with the development of a methodology capable of identifying tendencies and competitive advantages. Then an extended and detailed analysis to the strategy and contextual environments is elaborated: at an intern level allowing to know strengths and weaknesses as well as at an external level to identify opportunities and threats. After this important step, the marketing strategy is outlined. The approach to the different policies in what to the products, prices, communication and distribution concerns comes after, when it will be clear its positioning and its main differences regarding other companies in the some sector, however never forgetting a competitive strategic analysis among this companies, and including the competition rules to allow the business attractiveness.
This project was conceived to complete a Master in Entrepreneurship and Innovation Management, but also due to a personal desire of implementing this project and explore it, into the catering sector. The aim of this work is related mainly with the catering sector, based on a methodic and pioneer business plan, which allows value creation for the investor, the client and society, in general. The company is intended to offer the best of Portuguese cuisine. First, the concept behind the project is presented as being pioneer and forefront, as well as its location and design (interior and exterior). The next step was related with the development of a methodology capable of identifying tendencies and competitive advantages. Then an extended and detailed analysis to the strategy and contextual environments is elaborated: at an intern level allowing to know strengths and weaknesses as well as at an external level to identify opportunities and threats. After this important step, the marketing strategy is outlined. The approach to the different policies in what to the products, prices, communication and distribution concerns comes after, when it will be clear its positioning and its main differences regarding other companies in the some sector, however never forgetting a competitive strategic analysis among this companies, and including the competition rules to allow the business attractiveness.
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Restaurante Gastronomia Receitas Avó